We’ve all heard the hype about how the web is turning customers into advocates, even evangelists for your brand. And yes, digital encourages consumers to network, share, exchange and comment more. But show me the brands that are really using this.

The growth of Silver Surfers using the internet will far outstrip the growth of 18-25 year olds online this year (Hitwise 08). Brands that use their web presence to engage with, and engender trust and confidence in these new time and cash-rich online consumers have a lot to gain.

Changing rooms will soon be extinct in shops like Top Shop and H&M. Who wants to try stuff on in a glorified cupboard when it’s quicker, easier and probably cheaper to check it out online?

TV ad or new store layout? Press ad or training for customer service staff? Poster campaign or improved website design?

Think your sales and marketing team are responsible for selling your product or service online? Dream on. Fact is, product comparison websites and customer opinions are now the most influential force on buying decisions.